Grow your blog traffic using email marketing

Brian Casel · WordCamp Connecticut 2014

Audience Building With Email How to grow your blog’s audience using the web’s oldest technology.

Brian Casel · WordCamp Connecticut 2014 2

I’m Brian Casel Designer. Founder. Writer. New Dad.

Twitter @casjam Email brian@casjam.com

Restaurant Engine • Streamlined website design for

Restaurants.

• Built on WordPress Multisite. Hosted, managed service.

• Our blog and email strategy drives 95% of our traffic and sales.

!RestaurantEngine.com

RestaurantEngine.com/blog

What I do

My blog, casjam.com • Articles & Email Newsletter

• Podcast, Bootstrapped Web

• Book, Design For Conversions

• Course, Content Marketing Automation

!casjam.com

casjam.com/course

What I do

Why Email?

Email > Social

Email > RSS

Email > SEO

Email is…

Email is…Attention

Engagement

Here to stay

Engagement

Here to stay

Universal

Engagement

Here to stay

Universal

Blog = Email

Results

Case Study

casjam.com • Blogging since 2008

• Audience of my peers

• Case studies & lessons learned

Case StudyCasjam.com Visits

4/11 7/11 10/11 1/12 4/12 7/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14

Visits

Case Study75% Return Visitors

4/11 7/11 10/11 1/12 4/12 7/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14

Visits Return Visits

Case StudyStarted Email Newsletter

4/11 7/11 10/11 1/12 4/12 7/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14

Visits Return Visits

Case Study

My Newsletter • Every 2 Weeks (ish)

• Personal note

• Why my latest article should matter to you

Case Study

Restaurant Engine !

• Launched Jan. 2012

• Education Marketing

• Systematized & Automated Content Marketing

Case StudyRestaurantEngine.com Visits

1/12 4/12 7/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14

Visits

Case Study73% Return Visitors

1/12 4/12 7/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14

Visits Return Visitors

Case StudyStarted Email Newsletter

1/12 4/12 7/12 10/12 1/13 4/13 7/13 10/13 1/14 4/14

Visits Return Visitors

Case Study

Restaurant Engine Newsletter

!• Every Tuesday

• Branded

• Standardized format

• Strong visual

• Short reason why you should read this week’s article

• Prominent, single call-to-action

Retention

Discovery Retention

Discovery RetentionSEO

Social Media

Word of Mouth

Social Media

Word of Mouth

Social Media

Word of Mouth

Relationship

Social Media

Word of Mouth

Relationship

Social Media

Word of Mouth

Relationship

Visitor Lifecycle

Discovery Subscriber Fan Raving Fan

Visitor Lifecycle

Discovery Subscriber Fan Raving Fan

Your Emails

No Rules!

(…but some tips)Send early and often

Write them yourself

Incentive • Give away more value

• Relevant = Conversions

• Immediate delivery

• “Drip” delivery

More tips…

Minimal Format • Reads like a regular email

• Personal voice

• Mobile-friendly

More tips…

One thing • Single call-to-action

• Something of value

• Relevant, compelling subject line

• Short, compelling message

More tips…

WordPress

My Setup

Gravity Forms MailChimp

Alternatives

bit.ly/mailbag-plugin

Mailbag • Available on Wordpress.org

• by Mike McCalister (Array)

Alternatives

bit.ly/mailchimp-wordpress

MailChimp Tested Plugins

!• Collection of plugins tested by the

Mailchimp team

Thanks! Questions?

One more thing…My email newsletter & free course:Content Marketing Automationcasjam.com/course

brian@casjam.com

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